Brief: Create an experience at ski centres across the UK to highlight Monarch’s new routes to winter resorts across Europe.
Our audience insight: “I love indoor ski slopes – the only thing that’s missing is the après-ski.”
Activation: An authentic après-ski environment in the style of the classic ‘ski boot’ bar. Designed to capture the spirit of life in the Alps, the Monarch Schuss Bar visited Manchester, Castleford and Hemel Hempstead offering visitors the chance to learn about Monarch’s extensive route network whilst enjoying a tasty Glühwein or a chocolate chaud.
We also designed and ran a competition to win flights to one of the resorts in Monarch’s new network of routes, and for one evening at each location Monarch hosted VIPs, press and invitation-only guests. During these private events, Monarch brand ambassador Chemmy Alcott – Britain’s number one female skier – was on hand to meet guests and give them advice on their skiing technique.
Results: The Schuss Bar hosted over 3,000 visitors, including the three private events which attracted 416 guests. 2,775 drinks were served in total and 1,474 people entered the competition, providing extremely valuable data capture for Monarch.